Why Web Traffic Is Falling…and How Luxury Travel Brands Can Appear In The Age Of AI Search

If your website traffic has dipped recently, you are not alone. Luxury travel brands are seeing huge shifts in how high-net-worth travellers are discovering destinations. ChatGPT, Copilot, and Google’s AI Overviews, now bolstered by its recent AI Mode rollout, serve up neatly packaged itineraries and destination guides, with some even booking a hotel stay for you, without the user ever having to click through to a site. In fact, 2025 data from Pew Research Center found that Google’s embrace of AI Overviews has cut website traffic nearly in half in just one year.

For luxury travel brands, this is a seismic shift. The discovery journey no longer begins with a list of blue links in the SERP, it begins with a single AI-generated answer. 

What is Generative Engine Optimisation (GEO)? 

GEO is the art of being cited and recommended inside generative AI engines. Unlike traditional SEO, which focuses on where you rank on a search results page, GEO focuses on whether an AI assistant includes your hotel, airline, destination, cruise line, or travel experience in it’s spoken or written answer. 

Put simply: if someone asks, “What are the best boutique hotels in the Cotswolds?” or “Which airlines fly from Portugal to South America?”, you want to be the brand that AI names first. That mention can be the difference between a booking, and being invisible.

Why Luxury Travel Brands Are Seeing Traffic Drops

Travellers are relying on AI for inspiration

A growing number of affluent travellers are turning to AI-powered trip planning and generative search engines to plan their travels, often bypassing traditional Google Search and brand websites entirely. In fact, among UK travelers, those comfortable using AI for trip planning rose from 15% in 2024 to 20% in 2025, with the strongest uptake seen among 25–34-year-olds (YouGov, 2025). These AI summaries are no longer niche: zero-click searches now account for around 60% of Google queries, meaning users often get answers without ever visiting a website (SearchEngineLand, 2025).

AI engines only cite credible, authoritative sources

Generative systems prioritise trusted publications and clear, well-structured content. That means mentions in titles like The Times, Travel + Leisure or Condè Nast Traveller Middle East matter even more, because these are the sources AI assistants are likely to quote when recommending luxury brands. 

Traveller behaviour is changing

Hyper-personalised travel has rapidly moved from trend to expectation, with Forbes’ 2025 Travel Trend Report highlighting it as one of the defining shifts in the sector. AI is accelerating this change, setting a new standard where tailored responses are no longer a luxury but the default. High-net-worth travellers now expect instant, personalised inspiration at the very start of their journey, often turning to AI before cross-checking with OTAs or trusted agents. If your brand isn’t present in that crucial first AI response, you risk never entering their decision-making funnel.

Why PR Is More Powerful Than Ever

Earned media is the new fuel for GEO. When AI systems generate travel recommendations, they are more likely to cite reputable media than brand websites. For luxury hotels, resorts, airlines and destinations, this makes PR coverage not just valuable, but critical for success. 

Think of it this way: every feature in a respected publication isn’t just a brand moment for human readers - it’s a signal to AI engines that your brand or product is credible, luxurious and worth recommending. Brands with the strongest media footprint are those most likely to surface in AI-generated travel guides. 

GEO for Luxury Travel

SEO still matters, but in luxury travel, it must evolve. GEO requires brands to:

Be the expert source

Structured destination guides, itineraries and FAQs that are specifically written to answer semantically complex questions help AI engines extract and quote your content directly. 

Demonstrate authority

Traveller trust is built on reputation. Coverage in top-tier outlets increases your chances of being cited in AI recommendations.

Own your story across channels

Consistency across your website, socials, OTA listings and PR means AI engines are more likely to identify and surface your brand.

For example, a hotel that publishes expert-led wellness content, earns glowing press reviews, and has a clear brand story across social media, is far more likely to be included when AI is asked, “Where are the best spa hotels in the UK?”. 

How We Can Help Luxury Travel Brands Win At GEO

Our digital team specialises in integrating PR and GEO strategy, helping luxury brands across destinations, hotels, airlines and cruise lines effectively regain visibility in the AI era. But how do we do this?

AI Audit and GEO Visibility Engine 

We audit your digital presence through an AI lens through prompt testing across a variety of categories - and reveal the following:

• Visibility analysis - are you appearing at all?

• Website link check - is your site being cited or ignored?

• Competitor comparison - how do you stack up against key rivals?

• Semantic review - is your brand message coming across clearly?

From there, we provide hands-on recommendations and tailored support that aligns with your goals and helps improve your visibility across this fast-evolving landscape.

Strategic media placement

We place your brand in the trusted sources that AI engines rely on, from top-tier travel features and destination roundups to thought-leadership commentary. This builds not just credibility with audiences, but authority with the algorithms shaping tomorrow’s search.

Digital presence optimisation

We refine every element of your digital footprint to ensure AI can recognise and elevate your brand. From website structure, blogs, and press releases to social media content, multimedia assets, and even how your brand language is framed, every touchpoint now contributes to AI rankings. By aligning these consistently, we help position you as an authoritative, trustworthy source that AI engines can’t ignore.

The Bottom Line For Luxury Travel Brands

AI is changing the way travellers plan, compare and book trips. Being found no longer just means ranking high on Google, it means being directly cited by AI as the trusted recommendation.

For luxury travel brands, that means PR and digital strategies must now work hand in hand. PR secures the authoritative mentions that AI engines trust, while digital GEO ensures your content is structured for AI to understand and recommend. Together, they ensure your property is the one travellers discover first, whether they’re searching via Google, ChatGPT or Copilot. 

Want to know if your brand is appearing in AI-generated travel recommendations? Get in touch with our digital@pc.agency to future-proof your digital presence.